Analisa Brand Strategy pada Perguruan Tinggi Swasta Islam di Jawa Timur

Aliffianto, Achmad Yanu ORCID: https://orcid.org/0000-0003-3186-0831 (2012) Analisa Brand Strategy pada Perguruan Tinggi Swasta Islam di Jawa Timur. In: Seminar Nasional Sistem & Teknologi Informasi (SNASTI) 2012, 04 Oktober 2012, Surabaya.

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Abstract

Intercollegiate competition is getting tougher especially with the status of State-Owned Legal Education (BHP) of PTN is possible to perform activities crawl new students a broader, in fact, has made a PTS student input can be reduced. Student input shortage has raised the risk of collapse of a number of PTS caused fierce competition between universities. Lau and Lee (1999), Knapp (2001), Campbell (2002), Purnama (2006), Dharmmesta (1999), Siahainenia (2008) and Kottler & Keller (2006) focuses on the importance of trust in the brand to build brand loyalty. Important factor is then raised as an issue of research that focuses on finding answers to the relationship between trust in the brand to create brand loyalty. This study examines trust in the brand which is the antecedent of brand loyalty whereas brand characteristics, company characteristics and consumer-brand characteristics are considered as antecedents of trust terhdap brand. Lau and Lee (1999) considers these characteristics as a variable-variable that affects the confidence in the brand and the belief is related to brand loyalty. The data obtained in this study and processed using a technique Generalied dinalisa Structured Component Analysis (GSCA) which aims to replace the factor with a linear combination of indicators (manifest variables) in the analysis of structural equation modeling (SEM). GSCA was developed with the aim to overcome the disadvantages of Partially Least Square (PLS) as it is equipped with a global optimization procedure and retaining local optimization procedure as in the PLS.

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